The way we plan our holidays is changing faster than ever. Just a few years ago, travelers relied heavily on traditional travel agencies, online booking engines, or word-of-mouth tips to organize their getaways. Today, artificial intelligence (AI) is stepping into that role, reshaping how people dream, plan, and even book their trips. From itinerary builders that learn personal preferences to AI-powered assistants that predict the best times to buy flights, technology is quietly but decisively taking the stress out of vacation planning.

Spain has become one of Europe’s most striking examples of this shift. Known worldwide for its beaches, cultural heritage, and cuisine, Spain is also emerging as a digital frontrunner in the travel sector. Spanish travelers, particularly younger generations, are adopting AI-driven tools at a pace that places them ahead of many of their European neighbors. Whether it’s crafting personalized city tours in Barcelona, optimizing seaside escapes on the Costa del Sol, or planning multi-country itineraries, AI is becoming a trusted travel companion.

This growing appetite for digital solutions doesn’t come out of nowhere. The 2025 Europ Assistance Holiday Barometer shows that travel enthusiasm across Europe is at record levels, with nearly 8 in 10 Europeans planning a trip this summer despite geopolitical uncertainty and rising costs. Within this context, Spain stands out not only as a top destination but also as a hub where travelers themselves are embracing new technologies to enhance the way they travel.

Spain at the Forefront of Digital Travel

According to recent insights, Spanish travelers are increasingly using AI-driven platforms to design itineraries, compare prices, and receive personalized recommendations. From trip duration and accommodation types to off-the-beaten-path cultural experiences, AI tools are reshaping the travel journey long before travelers set foot on a plane.

This trend mirrors broader European shifts toward digitalization, but Spain is leading the way. The 2025 Europ Assistance Holiday Barometer confirms that nearly 36% of Europeans now book their holidays through online travel agencies such as Booking.com or Expedia, and younger generations are at the forefront of experimenting with AI for trip planning. In fact, 46% of travelers under 35 say they already use or are open to using AI to plan their holidays, compared to just 19% of older age group.

Why AI Fits the Spanish Travel Mindset

Spain’s enthusiastic adoption of digital travel tools reflects wider trends revealed in the barometer:

• Record travel intentions: Nearly 8 in 10 Europeans plan to travel this summer, with Spain consistently ranking among the top destinations across the continent.
• Focus on experiences: Travelers now prioritize making memories and discovering new cultures, values that AI can cater to by curating hyper-personalized trips.
• Budget-conscious travelers: With financial constraints still the main barrier for non-travelers, AI tools that optimize cost and convenience are proving especially attractive.

Beyond Europe: A Global Shift

The growing role of AI in Spanish travel planning isn’t happening in isolation. The barometer notes that AI is gradually becoming part of everyday travel habits worldwide, much like online booking tools did a decade ago. What sets Spain apart is the speed of uptake and the willingness of its younger travelers to test and trust AI when mapping out their journeys.

What This Means for the Industry

For travel agencies, tour operators, and hospitality providers, Spain is becoming a proving ground for how AI will reshape customer behavior. As digital adoption accelerates, businesses that integrate AI—whether for personalized recommendations, predictive pricing, or real-time customer support—will not only capture the Spanish market but also set the standard for Europe’s next wave of travel innovation.